‘Well, that's it! I might as well just die now'

This chapter considers animals and the reinforcement of stereotyped representation on social media. Social media sites such as YouTube have a broad spectrum of billions of users, giving rise to a new breed of promoter-dubbed ‘influencers’. Populated by advertisers, the draw of animals on social media and their role in consumption is clear and social media sites encourage the use of them in campaigns. Social media operates a reward system where positive reinforcement is sought. People log their everyday lives; what their latest purchases, achievements, or feelings are; upload pictures of their families, pictures of pets, and footage from ‘Kitty Cams’ with the goal of seeking approval and garnering ‘likes’. Social media is, therefore, a space where people curate and promote and author their identity, and there is evidence of reinforcement of gendered norms. Animals have been utilised in gendered performances by being portrayed as gendered themselves or as an accessory to the reproduction of gender stereotypes. This chapter also considers how some women are still choosing to reject the posthuman promise of flexible and multiple online identities by reverting to stereotypes and the part animals play in this.